Perhaps you’re already aware of the true potential of video marketing. But did you know online videos are going to account for over 80% of the total data consumed by internet users by 2020? If those reports by Cisco are to be believed, video is going to remain the king of content for years to come!
This makes corporate videos a marketing tool with very high potential if you aim to spread the word about your business on various online channels, get more traction with your audience, and eventually – make more sales. However, many companies make some serious mistakes when producing corporate videos. In this article, we will go over the 3 biggest mistakes that you should avoid when you’re working on your next corporate video production project.
Corporate Video Production: 3 of the Biggest Mistakes to Avoid
Mistake #1: Not giving enough attention to the video outline and following a storyline
If you remember watching a video, chances are it had a decent storyline. A unique and well-crafted story can help increase brand awareness and raise your audience engagement with the video.
Corporate videos are not only meant to present a company’s values to the audience, but they’re also required to be of instant value to the viewers and invoke some emotion. This will result in making them feel compelled to take the suggested action, like sharing your videos on their social networks and with their connections.
However, you don’t need to be a Hollywood movie director to tell your audience a likeable story about your brand or company. Sometimes all it takes is a basic but effective structure for your videos to make it look appealing and be memorable and to deliver the key messages that you want to share with your audience.
To achieve this, you may need to think out of the box. The last thing you want is your video to look and feel generic. It won’t capture the viewers’ attention and will be mostly ignored by the audience. But all of this starts with a well-planned storyline.
Below is a different kind of corporate video CoolBox created for Sainsbury’s which follows a well-planned storyline. This video talks about how dairy farming in the UK had become almost unsustainable.
Mistake #2: Not being able to demonstrate authenticity with your video
Overall, authenticity is one of the most important success factors for corporate videos, but it’s often quite difficult to showcase and even more challenging to capture in a video.
The work in this regard needs to start from the refining of your marketing communications and getting rid of those marketing messages that aren’t authentic. Without taking this step, it’s going to become increasingly difficult to thrive in the digital age amidst all the growing transparency by other brands – putting out corporate videos that display corporate responsibility and authenticity.
You will need to show your audience that you are serious about your message and that is has a genuine purpose so that your customers will go on to support your business in the long term. Your corporate videos need to touch on points that trigger emotions within your audience and lead them to feel that they can place trust in your business.
Mistake #3: Not having a well-defined and correctly placed call-to-action (CTA)
A good corporate video needs to inspire desire and action in the minds of the viewers. Before you make a corporate video, you need to have a clear idea of the video’s objective(s). Once you’ve got that sorted out, you then need to add short, concise, and appropriate call-to-action (CTA), typically near the end of the video, encouraging viewers to take some action during or after they watch the video.
Here are some of the most frequently used CTAs in the world of digital marketing:
- Sharing the video
- Subscribing to the associated social media channels
- Filling out a form
- Signing up for a newsletter
- Signing up for a free webinar
- Signing up for a free trial
- Placing an order
If required, you may need to use multiple CTAs throughout the video, or repeat your main CTA, to specify to the viewers, in clear terms, the action they need to take right away. Depending on the focus of the video, these CTAs could be very subtle for example calling the audience to think about something in their life.
By keeping these points in mind, you will ensure the success of your corporate videos once they are published online. However, if you’re not a video production professional and want your corporate videos to stand out from the crowd, it’s always advisable to involve video production professionals in the process.
For more tips and advice in this area, don’t forget to check out this space for future updates!